BRAND- MAC COSMETICS- DUBAI
(This is the brand i chose)
Essay – An individual assessment based on offline & online communication material of a global brand
This is an Essay so should be written with Introduction, main discussion and Conclusion.
Analyse this global brand’s communications campaign in a market which the brand operates in. The campaign could have a number of audio/visual components such as a print advertisement, radio advertisement, TV advertisement, digital advertisement, press release or any other such form of communication. Your analysis should include:
A debate on why this brand has chosen either a standardised or localised campaign.
Integrate this debate with theories and models learnt and discussed throughout this module.
Critically evaluate the campaign through the lens of these theories and models.
Offer an informed judgement on why the particular communication strategy adopted by the
brand in the chosen cultural context is appropriate.
you should conduct a thorough analysis of your report topic and support your discussion and what you write with evidence and/or argument. This means that must substantiate each assertion you make with references to relevant theories, models and concepts in the literature.
RECOMMENDATED
Hollensen, S, (2020), Global Marketing, 8th Edition, Pearson Education.
De Mooij, M. (2018) Global Marketing and Advertising: Understanding Cultural Paradoxes, 5th Edition, Sage Publications.
Hamelink, J.C. (2014). Global Communication, Sage Publications.
Brennan, L. and Crawford, R . (2017). Advertising practice in a Borderless World, Routledge.
McPhail, T.L (2014). Global Communication: Theories, Stakeholders and Trends, Wiley Blackwell. Gillespie K., Jeannet J. & Hennessey H.D. (2010), ‘Global Marketing’, Cengage Learning.
Usunier, J.C., & Lee, J.A. (2013) ‘Marketing Across Cultures’ (6th ed.), Prentice Hall: London
KEY INFORMATION.
Assessment 1:
Write a strong ES/Abstract which gives key findings and results
Use Hofstede data and Demooji analysis as a minimum, need link b/w parts of the assessment.
Bring in and use relevant tools / theories covered in the module.
Also try to develop a strong link and flow between different parts.
Use relevant theories and applied them to SvA and market/industry and brand in question.
Interlink theory and analysis with examples throughout.
Use real examples from the campaign to compare and contrast
Remember to focus on culture and what is/can be standardised and what needs to be adapted.